WAUSAU — River Valley Insurance is changing its name, the insurance agency announced this week.

IB Insurance will serve as the agency’s new name effective immediately.

Bryan Troyer

Although IB Insurance serves businesses, families and individuals throughout the United States, the agency’s primary customer base is in Wisconsin and Michigan’s Upper Peninsula. The insurance agency is a wholly owned subsidiary of River Valley Bank, which is also undergoing a name change to IncredibleBank.

“Our name change to IB Insurance is a direct result of the increasingly competitive world of insurance and financial services where there are dozens of companies using the River Valley name,” said Bryan Troyer, president of IB Insurance, in a news release. “We need greater differentiation and a fresh look as we escalate our level of customer service and expand our product offerings. What you will see is an innovative and bold insurance agency with the same ownership and leadership, the same trustworthy team with years of experience that will continue to deliver exceptional customer service, but now with a new name.”

IB Insurance will continue to offer a full range of personal, commercial, employee benefits and life insurance solutions to a wide range of customers and industries, according to IB Insurance.

“With our new name, we will be better positioned to expand our sales and service footprint to include other regions of the country,” Troyer said. “At the same time, we will continue to differentiate ourselves by providing outstanding service and solutions to our customers.”